How The World’s
& Attract & Retain Loyal
& Engaged Employees
—— BARRY CHANDLER ——
and how you can replicate them!
There is a fundamental disconnect
between the way we build and market
our businesses today and what our
customers, employees, communities
and shareholders truly care about.
HERE’S THE BIG IDEA
As a result, most businesses are lost in a
sea of sameness, spending money
developing products and services that
people don’t want, on advertising that
doesn’t resonate, while employee happiness
and productivity is at an all-time low.
The world’s most successful
companies have not only
recognized this, they have a
solution…and it’s working
HISTORY HAS SHOWN US THAT WHEN
WE FOCUS ON A SINGULAR
MEASUREMENT OF SUCCESS, WE
CREATE A BUBBLE THAT AT SOME
POINT HAS TO BURST. AT HUGE COST.
• 63% of employees worldwide are not
• Only 6% of global consumers believe the
singular purpose of business is to make
• 87% of global consumers believe that
business needs to place an equal weight on
society’s issues as it does on its own
Approximately 50% of new
U.S. companies fail in their
first five years.
Of 50,000 brands studied, the
top 50 financially performing
brands between 2001 and 2011
all had one thing in common.
Rather than being led by
personality, profit or product,
they were led by a singular
Each brand had identified the problem
or need in the world that they were
uniquely positioned to solve, and they
built everything they did around that….
…how they hired, what they built, how
they sold, shipped and served.
WHILE SHAREHOLDER DEMANDS HAVE
LARGELY INFLUENCED THE WAYS
COMPANIES ARE RUN, (ALWAYS IN THE
FAVOR OF THE SHAREHOLDER), WHAT HAS
BEEN OVERLOOKED IS THE STAKEHOLDER.
a person/group of people with an interest or
concern in something, especially a business.
e.g. employees, customers, communities,
By becoming more meaningful, brands
become more valuable, to their customers,
their employees, their communities and
“THE DEGREE TO WHICH PURPOSE DRIVES THEIR
SHOPPING AND PURCHASES IS EYE- OPENING.
CONSUMERS CHOOSE THE BRANDS THAT ENGAGE
THEM ON THEIR PASSIONS AND INTERESTS 42%
MORE OFTEN THAN THEY DO THOSE THAT SIMPLY
URGE THEM TO BUY THE PRODUCT BEING
When employees feel they
are working towards a
good cause, it increases
their productivity by up to
CESifo Corporate Philanthropy and Productivity Working Paper, April 2014
Individuals thriving with
purpose are at least 50% more
likely to donate money to
charitable causes, volunteer
their time, and help a stranger
than are those who are
Gallup-Heathway’s 2014 State of Global Well-Being Index
returns over time requires a
sharper focus not only on
governance, but also on
environmental and social
factors facing companies today
[which have] real and
quantifiable financial impacts.”
BlackRock Capital CEO Larry Link
“The purpose of the corporation
must be redefined as creating
shared value, not just profit per
se. This will drive the next wave
of innovation and productivity
growth in the global economy.”
Prof. Michael E. Porter
Millennials Work For Purpose,
56% of over-performing companies
who have a clearly stated brand
purpose said that their organization’s
revenue growth was higher than
Employees who feel like they are
working for something bigger than
themselves are 30% more productive.
Employees at purpose-driven
companies are more optimistic about
their organization’s ability to stay
ahead in the future (83%) in
comparison to other organizations
91% of global consumers would switch
brands to one that aligns with their
own values and purpose, assuming
quality was the same or better.
Businesses that have no purpose other
than growing fast have real internal
problems when growth falters for the
We know that happier employees are
more productive, satisfied customers
return and spend more money and
communities that benefit from a
company’s presence, usually return
We call this type of business a Purpocracy,
led by purpose, for the benefit of all
stakeholders. In fact this is no longer just
a business ideal, it’s a movement….
A movement driven by customers,
employees, communities and businesses,
for the benefit of all.
Purpose is found when
our beliefs, our
stakeholder needs and
our expertise are in
Once purpose is
articulated, it informs
every strategy, tactic
& decision in an
The greatest businesses and the
happiest people are driven by purpose,
not profit, so forget about logos,
short-term returns and focusing on a
single financial measure of success.
Change is hard. So is obsolescence.
The path to purpose is the path to
profit, positive impact and happiness.
“ADVERTISING CAN HELP BUILD
BRANDS, BUT AUTHENTICITY IS WHAT
MAKES THEM LAST. IF PEOPLE BELIEVE
THEY SHARE VALUES WITH A BRAND,
THEY WILL STAY LOYAL TO THE BRAND.”
Howard Schultz, CEO, Starbucks
I’ll now answer some easy